Launched last week, the latest campaign – Fail. Learn. Win. – is a response to research that shows 81% of young people don’t achieve their goals because of fear of failure, a British Army statement said. 

“The new recruitment campaign shows the positives of failure and how failing is not a reason to quit, but a way to learn and grow, in order to win when it really matters,” the statement said. “This is a stark contrast to wider society where failure is often seen as a weakness, to be avoided at all costs, and many are obsessed by projecting perfection through social media, exam results and material objects.”

The campaign is the fifth iteration of the ‘This is Belonging’ series developed by Karmarama along with Capita for Capita and the British Army. It is an integrated campaign across TV, radio, online, and social media. 

The campaign is supported by research from the British Army, conducted by Perspectus Global in November 2020 that reveals 76% of young people feel held back by a fear of failure when taking on new challenges. Also, 54% of 16-to-25-year-old respondents also claimed that a fear of judgement from other people was the main reason they were scared to fail.

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